What We See Makes Us who We are: Priming Ethnic Self-Awareness and Advertising Response

2001 ◽  
Vol 38 (3) ◽  
pp. 336-348 ◽  
Author(s):  
Mark R. Forehand ◽  
Rohit Deshpandé
Keyword(s):  
Television Advertising ◽  
Consumer Response ◽  
Self Awareness ◽  
Print Advertising ◽  
Verbal Cues ◽  
Targeted Advertising ◽  
Advertising Context ◽  
Advertising Exposure ◽  
The Impact

The authors propose that “ethnic self-awareness”—a temporary state during which a person is more sensitive to information related to his or her own ethnicity—moderates consumer response to targeted advertising. Ethnic self-awareness occurs when a person engages in a process of self-categorization and uses ethnic criteria as the basis for this categorization. The authors hypothesize that “ethnic primes”—visual or verbal cues that draw attention to ethnicity—direct self-categorization and increase ethnic self-awareness. To test these hypotheses, the authors conduct two experiments. Using 109 Asian and Caucasian participants, Experiment 1 assessed the impact of exposure to an Asian ethnic prime on ethnic self-awareness and on response to targeted television advertising. Exposure to an ethnic prime increased the rate at which participants spontaneously mentioned their ethnicity in self-descriptions (a measure of ethnic self-awareness) and caused participants to respond more favorably to same-ethnicity spokespeople and advertising that targeted their ethnicity. Experiment 2 tested the theory in a print advertising context and extended the design by manipulating the type of ethnic prime participants saw (Asian or Caucasian) and the market that the focal advertisement targeted (Asian or Caucasian). Experiment 2 replicated the findings of Experiment 1 when the focal advertisement targeted Asians, but not when it targeted Caucasians.

The old and the beautiful: senior women’s exposure to models in advertisements and the impact on their identity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bénédicte Bourcier-Béquaert ◽  
Corinne Chevalier ◽  
Gaëlle Marie Moal
Keyword(s):  
Reference Points ◽  
The Self ◽  
Photo Elicitation ◽  
Content Type ◽  
Female Consumers ◽  
Senior Women ◽  
Advertising Context ◽  
Advertising Models ◽  
Advertising Exposure ◽  
The Impact

Purpose This study aims to examine how exposure to female models in advertisements can create identity tensions in senior women and how they manage the comparison and develop different adaptation strategies to deal with these tensions. Design/methodology/approach This research is based on a qualitative approach involving 27 in-depth interviews with French women aged 60 to 79. Photo-elicitation with choice of models as reference points by respondents was used to capture comparison strategies with regard to models. Findings Interviews with senior women confirm that identity tensions due to appearance arise in the context of ageing, particularly when senior women are faced with advertising models. Three reactions of senior women to identity tensions are described, namely, avoiding comparison to protect the self, engaging in comparison despite its resulting devaluation of the self, proceeding to a positive comparison that reinforces their identity. This paper finds that comparison modalities are specific to each strategy. Research limitations/implications This research opens the way to further investigation, especially with regard to understanding social comparison mechanisms in an advertising context for senior women targets. Practical implications This paper raises awareness of the effects of senior women’s exposure to advertising on their self-perception in the context of ageing. It provides practical guidance to advertising professionals on the use of models in ads when targeting senior women and helps marketing managers in their communication strategies. Social implications This research reveals pronounced identity tensions in relation to appearance among senior women in the context of advertising exposure. By providing more diverse models, advertising representations could help to improve the identity perceptions of senior women. Originality/value Very few studies have hitherto investigated identity effects on senior female consumers of female model usage in advertising.

The Impact Of Emotional Intelligence On Leadership Excellence Of Executive Empoloyees In Public Sector Organizationin Ampara District Of Sri Lanka

2019 ◽  
Vol 118 (9) ◽  
pp. 52-60
Author(s):  
Dr.S. Gunapalan ◽  
Dr.K. Maran
Keyword(s):  
Emotional Intelligence ◽  
Public Sector ◽  
Vital Role ◽  
Public Organization ◽  
Self Awareness ◽  
Public Sector Organization ◽  
Expression Of Emotion ◽  
Asking Questions ◽  
Private Sector Organizations ◽  
The Impact

Emotional Intelligence is play a vital role to decide  leadership excellence. So this paper to study the  impact of emotional intelligence on leadership excellence of executive employee in public sector organization.Hence the objective of this  research   is to identify the  impact of emotional intelligence on leadership excellence of executive employee in Public Sector Organization in Ampara districtof Sri Lanka.emotional intelligence includes the verbal and non-verbal appraisal and expression of emotion, the regulation of emotion in the self and others, and the utilization of emotional content in problem solving. Cook (2006)[1]. Emotional intelligence is one of the  essential skill for leaders to manage their subordinate. Accordingly although there is some research done under “Emotional intelligence on leadership excellence of the executive employee in the public organization in Ampara district so this study full filed the gap. Based on the analysis, Self-awareness, Self-management, Social-awareness and Relationship management are the positively affect to the Leadership excellence. So, executive employees should consider about the Emotions of their subordinators when they completing their targets. leaders should pay the attention for recognize the situation, hove to impact their feelings for the performance & recognized their own feelings. Leaders should consider and see their own emotions when they work with others by listening carefully, understand the person by asking questions, identifying non-verbal expressions and solving problems without helming someone’s. Leadersshould consider their subordinators emotions when they find a common idea, government should give to moderate freedom to executive employees in public organization to take the decision with competing the private sector organizations.

Advertisement Size and the Relationship between Product Usage and Advertising Exposure

1972 ◽  
Vol 9 (1) ◽  
pp. 22-26 ◽  
Author(s):  
Alvin J. Silk ◽  
Frank P. Geiger
Keyword(s):  
Print Advertising ◽  
Product Usage ◽  
Nonlinear Relationships ◽  
Advertising Exposure ◽  
The Relationship

This study investigates the hypothesis that the association between prospect status and exposure to print advertising decreases as advertisement size increases. Contrary to the hypothesis, nonlinear relationships were found.

scholarly journals The value of psychiatrists in leadership and management

2016 ◽  
Vol 22 (4) ◽  
pp. 263-268 ◽  
Author(s):  
Jennifer Perry ◽  
Fiona L. Mason
Keyword(s):  
Social Care ◽  
Self Awareness ◽  
Management Styles ◽  
Leadership And Management ◽  
Health And Social Care ◽  
The Uk ◽  
Medical Leadership ◽  
The Impact ◽  
Organisational Level

SummaryThe health and social care landscape in the UK is changing, and there is now, more than ever, a real need for doctors to embrace leadership and management. Evidence shows that medical leadership is associated with better outcomes for patients. Psychiatrists are particularly well suited to such roles, given the interpersonal skills and self-awareness that they develop in their training. In this article, we examine the role of the psychiatrist in leading at a patient, team and organisational level and the impact this has. We also discuss different leadership and management styles.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals Self Evaluation: Building Student Self-awareness and Competence

2018 ◽  
Author(s):  
Denard Lynch
Keyword(s):  
Student Assessment ◽  
Electrical Power ◽  
Engineering Ethics ◽  
Self Awareness ◽  
Self Assessment ◽  
Self Evaluation ◽  
Student Assessments ◽  
Second Year ◽  
The Impact ◽  
Junior Students

This paper discusses the results of two experiments in self assessment and discusses their value in evaluating student consciousness of their competence, and the opportunity to improve self-awareness and competence in students. The data was gathered from two different engineering courses. The first experiment was conducted in a second-year course on basic electronics and electrical power. As part of the final examination, students were asked to assess their confidence in their answer to each question. The student self-assessment was compared to the actual result in an effort to determine the student’s perception of their competence. Student assessment was coded with respect to consciousness and competence. The second experiment was performed on a midterm examination in engineering ethics and professionalism, a senior course discussing the impact and interaction of the engineering profession on society. Students were given an annotated exemplar and a marking rubric and asked to grade their own midterm submissions. The student assessments were compared to the instructor assessment and again the results were coded with respect to consciousness and competence. The results showed a contrast between the second-year and senior courses. For the second-year course, 50.3% were coded as consciously competent or incompetent. In the senior course, 80% of students were coded as consciously competent. The comparison of the two results suggest that senior students, given suitable instruction, are more aware of their competence than junior students suggesting that current methods do develop an improved awareness of competence, although other factors may be relevant. It is suggested that student awareness be formally monitored, and results used to modify pedagogy to improve and accelerate consciousness in graduates.  

scholarly journals Does It Pay to Be Real? Understanding Authenticity in TV Advertising

2018 ◽  
Vol 83 (1) ◽  
pp. 24-50 ◽  
Author(s):  
Maren Becker ◽  
Nico Wiegand ◽  
Werner J. Reinartz
Keyword(s):  
Consumer Behavior ◽  
Essential Element ◽  
Purchase Decisions ◽  
Four Dimensions ◽  
Advertising Context ◽  
Hedonic Products ◽  
Hedonic And Utilitarian Products ◽  
The Impact ◽  
Common Understanding ◽  
Positive Effect

Marketing managers and creatives alike believe that authenticity is an essential element for effective advertising. However, no common understanding of authenticity in advertising exists, and empirical knowledge about its impact on consumer behavior is limited. In this study, the authors use a comprehensive literature review and qualitative studies to identify four dimensions of authenticity in an advertising context. By examining 323 television ads across 67 brands and four years, they investigate these dimensions’ effects on the sales performance of advertised products. Because the impact of authenticity may depend on brand or product characteristics, the authors also analyze how these effects vary with brand size or across hedonic and utilitarian products. The results suggest that authenticity influences consumer behavior in a more nuanced manner than previously recognized. For instance, whereas an ad congruent with the brand’s essence has a positive effect on sales in most cases, an overly honest advertising message can actually hurt performance; the latter is true especially for hedonic products, for which consumers rely more on subjective information when making purchase decisions.

scholarly journals Training interprofessional faculty in humanism and professionalism: a qualitative analysis of what is most important

2022 ◽  
Vol 9 (1) ◽  
pp. 46-47
Author(s):  
Elizabeth A Rider ◽  
Deborah D. Navedo ◽  
William T. Branch, Jr.
Keyword(s):  
Identity Formation ◽  
Learning Environments ◽  
Interprofessional Education ◽  
Well Being ◽  
Care Quality ◽  
Self Awareness ◽  
Use Of Self ◽  
Important Thing ◽  
Relational Capacities ◽  
The Impact

Introduction: The capacity of healthcare professionals to work collaboratively influences faculty and trainees’ professional identity formation, well-being, and care quality. Part of a multi-institutional project*, we created the Faculty Fellowship for Leaders in Humanistic Interprofessional Education at Boston Children’s Hospital/ Harvard Medical School. We aimed to foster trusting relationships, reflective abilities, collaboration skills, and work together to promote humanistic values within learning environments. Objective: To examine the impact of the faculty fellowship from participants’ reports of “the most important thing learned”. Methods: We studied participants’ reflections after each of 16 1½ hour fellowship sessions. Curriculum content included: highly functioning teams, advanced team formation, diversity/inclusion, values, wellbeing/renewal/burnout, appreciative inquiry, narrative reflection, and others. Responses to “What was the most important thing you learned?” were analyzed qualitatively using a positivistic deductive approach. Results: Participants completed 136 reflections over 16 sessions–77% response rate (136/176). Cohort was 91% female; mean age 52.6 (range 32-65); mean years since completion of highest degree 21.4; 64% held doctorates, 36% master’s degrees. 46% were physicians, 27% nurses, 18% social workers, 9% psychologists. 27% participated previously in a learning experience focusing on interprofessional education, collaboration or practice. Most important learning included: Relational capacities/ Use of self in relationships 96/131 (73%); Attention to values 46/131 (35%); Reflection/ Self-awareness 44/131 (34%); Fostering humanistic learning environments 21/131 (16%). Discussion: Results revealed the importance of enhancing relational capacities and use of self in relationships including handling emotions; attention to values; reflection/self-awareness and recognition of assumptions; and fostering humanistic learning environments. These topics should receive more emphasis in interprofessional faculty development programs and may help identify teaching priorities. *Supported in part by a multi-institutional grant from the Josiah Macy, Jr. Foundation (Dr. Branch as PI; Dr. Rider as site PI).

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